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The Salesforce Unified Conversation Platform enables businesses to turn one-way messages into two-way conversations. This means end users can move between marketing messages, sales and service conversations, people, service agents, or conversational commerce experiences seamlessly.
More than that, it built on the billion dollar digital engagement capabilities of Salesforce Service Cloud and attach rates for Marketing Cloud and Service boomed.
What did UCP enable?
Here, Domino's uses WhatsApp to market a meal deal. Then:
the customer engages
AI prompts for more accurate location data
the customer pays
AI provides a support template for follow-up questions
Prior to UCP, this seamless interaction would've been three separate conversations, based on internal organizational silos. Instead, all of this happens in one flow, with all of the interaction tracked to build out a better picture of the customer.
The Salesforce customer value in this functionality was undeniable.
At a company the size of Salesforce, it’s a near impossibility to get Cross-Cloud GMs of different products to play nice and build something with mutual benefit for each. But this time the value was too great to ignore.
Marketing could qualify more leads, and Sales could close more deals. Additionally Service Agents could better solve problems and build stronger connections with customers.
The unified conversations made possible by UCP draw a direct line to show provable and quantifiable ROI – in real dollars – on a campaign, marketing automation, or message.
My Involvement: Invention of the idea internally, product market value identification, lead concept testing with third-party research partner; lead a team of designers to make it happen.